L’Oréal named the PROject team from France as the winner of its 2024 Brandstorm Global Innovation Competition. They created a wearable device that monitors hairdressers’ back posture, and hand and wrist movements to help prevent musculoskeletal disorders.

PROject won a three-month entrepreneurship at L’Oréal Groupe headquarters where they will work on a dedicated assignment.
 
Omar Hajeri, President of the L’Oréal Professional Products Division and President of the L’Oréal Brandstorm 2024 Executive Jury, said, 
 
“Congratulations to team PROtect, whose disruptor mindset and focus on hairdressers’ health proved a winning combination. Their vision for the future of professional beauty is highly complementary to PPD’s, where together with hairstylists, we are constantly reinventing beauty. Thank you to all the 2024 Brandstorm participants for delivering a tour de force of creativity.”
 
Brandstorm 2024 was sponsored by L’Oréal’s Professional Products Division. Participants were invited to reinvent the future of professional beauty through technology, to address long-standing consumer and stylist challenges. 
 
There was a total of 43 teams from 64 countries and a total of 130 participants made it to the Brandstorm semi-finals. The top 10 advanced to the finals, which were held in London’s Riverside Studio, to pitch their innovations to the Executive Jury. 
 
Michael Kienle, Director of Talent Acquisition, L’Oréal Groupe, said, 
 
“Year after year, the Brandstorm competition receives enormous interest from youth of all backgrounds, but 2024 was unique for its focus on professional beauty and the choice of London as the backdrop to our semi-final and final contests. Through L’Oréal Brandstorm, we demonstrate our commitment to helping youth acquire new skills that will help them stand out in a dynamic job market and foster lasting connections with international peers. It is a key driver for our recruitment of the best and most diverse talent from across the world.”

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